TikTok. BeReal. Gen Z. Authenticity. That might seem like a grab bag of buzzwords, but it’s the marketing strategy behind clothing retail chain American Eagle Outfitters.
“[American Eagle] was ahead of the trend in really celebrating the authentic, real you,” Craig Brommers, CMO at American Eagle, said at The Brief, a Marketing Brew event in New York City last week. And it’s leveraging more than a few rising social media channels to do that.
TikTok, BeReal, and Snapchat are winning with Gen Z and are seen as authentic, Brommers said. That’s not so with Instagram, he says, because the heavy lifting curation doesn’t match Gen Z’s reality.
All of this comes as US retail social commerce sales this year grew 34.4% to reach $53.10 billion. By 2025, we project that number to reach $107.17 billion.
Here’s American Eagle's social strategy:
BeReal: “We were one of the very first brands to launch on BeReal,” Brommers said. “We didn’t know what was going to happen.”
- “It’s not an easy [user experience],” he said, adding that they have one of American Eagle’s social media managers sitting around waiting to post.
- Brommers said the brand wasn’t sure what content was going to work, so it started with daily deals focusing on one big item. The company then tried behind-the-scenes content of a photo shoot. “We’ll try anything,” he said. “Unfortunately, only 1,000 people can follow you at a time, so we hit that cap pretty quickly.”
- American Eagle is seeing a 300% higher engagement than some beauty brands that started on BeReal before the clothing retailer, Brommers said.
- Why it matters: Downloads of the BeReal app exploded in August and September, adding 27 million in those two months alone.
TikTok: “That’s the drinking game in any marketing conversation right now,” Brommers joked. “It has true impact, not just from a brand perspective but from a commercial perspective.”